LLP317
Strategic Sport Sponsorship
Individual Essay-2,000 words
(55%)
CONTEXT
As the world’s only all-electric FIA World Championship and the only sport certified net zero
carbon since inception, the ABB FIA Formula E World Championship brings dramatic racing
to the heart of some of the world’s most iconic cities providing an elite motorsport platform
for the world’s leading automotive manufacturers to accelerate electric vehicle innovation.
The Formula E network of teams, manufacturers, partners, broadcasters, and host cities are
united by a passion for the sport and belief in its potential to accelerate sustainable human
progress and create a better future for people and planet.
Formula E starts its 10th season in January 2023, with 11 teams competing over 16 races
from January – July.
You can find out more about Formula E here
ASSIGNMENT
Formula E is looking to demonstrate the effectiveness of its partnership offering to potential
new partners, as part of the sales process.
You work in the commercial partnerships team for Formula E and are responsible for
providing information needed to help the sales team communicate the benefits of a
partnership to potential partners.
Formula E faces a lot of competition from other higher profile rights holders who may have
a larger audience and fan base, for example. The sales team needs information to
communicate to potential partners the benefits of a Formula E partnership over the other
rights holders that sponsoring brands may be considering.
Using the data provided about Formula E, and your own desk research on Formula E and
other rights holders, produce a 2,000-word individual essay that can be used be the sales
team that 1) reflects on the unique selling propositions of Formula E and 2) compares
Formula E to other rights holders, presenting it as a preferable option for potential partners.
You do not have to include all the data sources if you believe that they are not all relevant.
STRUCTURE OF ASSIGNMENT
You must produce a 2,000 individual word essay, which will be
split into five main sections.
The essay should consist of:
1) Introduction: Background to Formula E and your approach: Brief overview of
Formula E’s sponsorship strategy, audience/fan base and Unique Selling Points
(USPs).
2) Formula E’s distinct proposition: Using the data provided reflect on Formula E’s
USPs identifying how they could be attractive to potential sponsors.
a. Identify each area of differentiation and how Formula E is performing in that
area.
b. Consider why these USPs are important and which industries/types of
companies they might be appealing to.
c. Detail how these USPs could be leveraged to deliver effective partnerships.
3) Competitor comparison: Provide insights into how Formula E compares to other
sporting rights holders, emphasising Formula E’s performance, across the key USP
areas identified.
4) Recommendations: Based on your analysis, give a minimum of two
recommendations of potential partners that the sales team could approach and give
recommendations on how they can demonstrate Formula E’s competitive advantage
to these two potential partners.
5) Appendices: Use your appendix to support the main text- this provides you with a
space to add data, visuals, graphics, illustrations that provide evidence, support, and
visualisations to support your arguments. (This is an important component- not
included in word count).
DATA SOURCES
Data sources will be added to Learn once available
REPORT STRUCTURE AND FORMAT:
● You have freedom to decide on the format and layout of the assignment (i.e., if you wish
to include a cover page, images, subheadings, figures etc. to aid illustration and support
your ideas).
● The assignment should include at least 5 high quality academic references.
● Referencing style is APA (guidance on Learn).
● You are free to use any visualisation tools that you feel aid illustration in your essay.
● Marking criteria will be available on LEARN and more details will be given throughout the
lectures.
DEADLINE FRIDAY 2
nd February 2024
submission through Learn: 3pm